Hornbach: Heldenkranz

Campaign details

Countries in which effectiveness was proven

Austria & Germany.

Campaign background

Football is a European passion. Every four years, this passion becomes monomania for a month: this is known as the Euros. People won't stop watching, talking or even thinking football. This amount of focused attention is worth gold for brands and, during the Euro 2016, they would spend like it, going for spectacular ads and sponsoring players, teams and the event.

Enter Hornbach, a German DIY retailer. They don't sponsor teams. They don't sponsors players. They don't sell football gear - unless you're in the market for building your own backyard pitch. Why would they take part of this media bloodbath, with a fraction of the ad budget of the sponsors?